“mobile - making the most of the newest new media” 16 th jan. 2009 takashi koyanagi dentsu media...
TRANSCRIPT
“Mobile - making the most of the newest new media”
16th Jan. 2009Takashi Koyanagi
Dentsu Media India
Presenting a perspective on this “newest” New Media from the PoV of Japan
Actually what is “newest” New Media in India has been New Media in Japan for well over a decade
We have been working on mobile marketing and content for over more than a decade
3G is coming to India very soonSo, what is the issue,
and what is the opportunity?
Let me show you some learnings from Japan and how we have been working
in maximizing value from mobile as a medium
PaymentPayment
E-book
Broadcasting
DigitalRadio
Music
Coupon
Basic function- Voice talk- e-mail- Internet
GPS
SearchSearch
Video
Mobile
as
Tool
Mobile
as
Tool
Mobile
as
Med
iaM
obile
as
Med
ia
PC BrowserPC Browser
Mobile in Japan
Some learnings
Novels Comics Gaming
Not just coming of 3G handsets but introduction of flat rate tariff(more like a fixed monthly subscription) has enabled various kinds of content
MovieMajor Publisher/Content provider
Serves on Mobile
*User can be author Mobile novels are intoPaper books..
Major game soft productionEntered in Mobile
Ezaki GlicoBVLGARI Japan第 1 話 第 2 話
ANA / JAL
TV station and Major contentProvider serve on Mobile
Mobile specific content are
Provided for clientspromotion
Content services on Mobile
Source: Impress
Mobile E-books industry reached US$280 mil (2007)
Mobile Comics (“Momics”) leads industry
Mobile E-books in Japan
Mobile game industry reached US$840 mil (2007)3G enabled handset/ flat rate tariff leads richer-content games being made available on mobile
Mobile content industry
Mobile gaming in Japan
“Tsui-tsui”: platform for Advergaming
Using mass media to communicate brand and brand connect. Advertising is free in branded mobile games
Allied ad networkCustomized Branded games
for clients
Mobile QR code
QR (Quick Response) code leads consumers to campaign site
Outdoor ads with QR code
Outdoor ads with QR code
Several types of Mobile ads
QR code bridges press, even TV to mobile as a medium, making communication action oriented and commerce ready
SNS is shifting from PC to Mobile
Mobagame-townMobagame-town GREEGREE miximixi
Mobile = “Can Monitor”
• You are able to know– When,– Where,– Why,
your consumers accessing to you
Wake up
Transport
Office
WorkGo home
Go home
party
In bed
・ Wake up by alarm of Mobile
・ Buy BF at CVS store by E-cash
•Check TV program liet
•Stock market•Ticketing•Mail to friend•Booking restaurant…
•Momics•Gaming
•Reading Momics•Sending mail
・ Ticketing from outside very easilyBooking
restaurant•Lead by GPS•Pay by Mobile credit card
We are ready to bring most of these learnings here for Indian consumers
Thank you